拼好饭，一场定制餐品的新试验

Core Insights - "拼好饭" has become a trending term among young people in 2025, reflecting a shift in consumer behavior towards value-for-money dining options amid intensified competition in the restaurant industry [1] - The service offers standardized meal packages at significantly reduced prices, ranging from 50% to 70% lower than regular orders, targeting the affordable takeaway market priced between 10-15 yuan [1][4] - The collaboration with well-known brands like KFC and Burger King has contributed to the positive reputation of "拼好饭," indicating a shift from initial consumer skepticism to acceptance [2][5] Business Model - "拼好饭" employs a C2M (Consumer to Manufacturer) model, optimizing the supply chain to enhance efficiency and predictability in demand, production, and costs [4] - The platform's approach allows for concentrated order fulfillment, enabling restaurants to focus on popular items and streamline production processes, thus improving overall efficiency [4] - The model's success is evident as it attracts more brands, ensuring that businesses remain profitable while offering lower prices to consumers [3][4] Market Trends - The demand for high-value meals is reshaping the restaurant industry, with brands increasingly focusing on structural cost advantages rather than engaging in price wars [6] - The "万家品牌" initiative has led to significant sales growth for participating brands, with some achieving over 200,000 orders in six months [6] - The rise of "拼好饭" has prompted other platforms, like Taobao, to adopt similar models, indicating a broader industry trend towards innovative dining solutions [5] Consumer Engagement - "拼好饭" has become a key channel for launching new products, with brands leveraging the platform to reach consumers effectively [7] - The initiative has also prioritized food safety by promoting transparency in food preparation through real-time updates and encouraging restaurants to adopt open kitchen practices [6]